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Continued
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Public relations (PR) is the process
of managing and controlling the stream of information between an entity
(profit or not for profit) and its constituents or publics.
Public relations - hereafter referred
to as PR – will allow a business or group to expose a selected audience
to topics that will portray the entity in a favorable light. Most
media messages are transmitted through a third party such as a newspaper
or a magazine. Using a public medium provides better credibility
for the message.
Using precise targeting methods
to identify people groups public relations professionals will tailor their
messages to appeal to those specific audiences. The audience could
be local, national, or international, and the message will be crafted to
reach a specific “demographic”. For example, “white, middle class,
male 25-35” or "NASCAR fans", either could easily a target group.
Controlling the public image often means
that an organization will “spin” the message to portray them in the most
favorable light. People in politics supporting either a candidate
or an issue are very often accused of spinning a counter argument or position.
What follows is an example of an amazingly
crafted spin:
| “Judy Wallman, is
a professional genealogy researcher in southern California, and was doing
some personal work on her own family tree. She discovered that Harry Reid's
great-great uncle, Remus Reid, was hanged for horse stealing and train
robbery in Montana in 1889. It so happens that both Judy and Senate Majority
Leader Harry Reid share this common ancestor.
On the back of a picture
that Judy managed to acquire during her research is this inscription:
'Remus Reid, horse
thief, sent to Montana Territorial Prison 1885, escaped 1887, robbed the
Montana Flyer six times. Caught by Pinkerton detectives, convicted and
hanged in 1889..'
So Judy recently e-mailed
Senator Harry Reid for information about their great-great uncle. Believe
it or not, Harry Reid's staff sent back the following biographical sketch
for her genealogy research:
'Remus Reid was a famous
cowboy in the Montana Territory . His business empire grew to include acquisition
of valuable equestrian assets and intimate dealings with the Montana railroad.
Beginning in 1883, he devoted several years of his life to government service,
finally taking leave to resume his dealings with the railroad. In 1887,
he was a key player in a vital investigation run by the renowned Pinkerton
Detective Agency. In 1889, Remus passed away during an important civic
function held in his honor when the platform upon which he was standing
collapsed.” |
One feature that has been available
only for non-profit entities ( 501 (c) (3)) is the
Public Service Announcement or PSA. At one time the Federal
Communications Commission held that television and radio stations were
required
to allocate a certain amount of time
to public service. Such is no longer the case, however the quantity
of PSA's made available is a decision made by each tv or radion station.
This is the guidline from the National Association of Broadasters (NAB),
"Broadcasting is under no obligation to grant time to any specific group.
There is no law which says a station must devote a fixed amount of time
to community organizations."
This does not mean that a non-profit
community organization cannot get free airtime, it is still available but
in smaller quantities. However, it does mean that every non-profit
is vying for the time along with you. The organization that does
a better job of preparing for meetings with the media will gain the advantage.
Preparing for a meeting requires that
you have a well written copy item, and the activity, event, or purpose
of the PSA time being requested is clearly of interest to the community
at large. Television stations will prefer a story board as well as
the copy before agreeing to placement.
If you determine that Net-werkZ©
Media Group can help you improve your Public Relations program or assist
with any PR needs you might have do not hesitate to contact us!
Go
back to Building Relationships
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We are using the term corporate relations
to cover perhaps a broader range of public relations activities.
While Public Relations deals with the image that is everything external,
corporate relations on the other hand are designed to communicate only
within an organization or in other words strictly internally.
Public relations specialists working
on internal relations may have a slight advantage because all the individuals
have a common interest in the same business or organization. Generally
the message does not go through the marketing analysis process. However,
very often an entity will craft a message for its constituents that they
know will find a way into the hands of non-workers or non-members.
In that instance the external target public will be individuals that most
closely match the characteristics of the constituent.
Internal/Corporate Relations can be
all about Employee, Member, Labor and Investor Relations. While parts
of a message directed to each segment might have a common theme that is
general in scope, there may be significant differences in the nuances directed
to each of the publics.
For example, a print piece designed
to announce a new company procedure to the employees might be directed
to increasing excitement and productivity. That same item might be
modified for investors by illustrating the positive effect on the bottom
line of the financial statement and ultimately the valuation of the stock.
While the use of effective internal
public relations allows a company to educate its employees with regard
to evolving company policy or changing business dynamics. The same
holds true for the internal PR used by membership organizations, news about
the organization’s activities and direction changes may fill a piece sent
to the members.
If you need assistance with your corporate/internal
relations, why not contact Net-werkZ© Media Group
to see how we might be of help for you!
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Available
for customer convenience!
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Net-werkZ©
Media Group,
is a privately held,
fully networked multi-media company with its headquarters located in Lancaster,
Pennsylvania.
All
the content you find here is the intellectual property of Net-werkZ©
Media Group and as such is protected by state and federal law.
Permission
is necessary before you use anything you find here or we will seek all
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Web
design, graphics, advertising comprises the three vital legs of Net-werkz
Media Group headquartered in Lancaster, PA. However, Net-werkZ began
simply as a web design company located
in Great Falls, Montana back in 1997. It commenced operations as
Cinnywebs and it gingerly tip-toed into web sites, web site design, web
design and site design. As time moved along Net-werkz©
Media Group added web hosting, domains, and site redesign to the existing
functions of web sites, web site design, web design and site design.
Of course the continuing growth of the World Wide Web aka the “Net” afforded
Net-werkz the chance to build many more web sites. In the field of
web design or more specifically web site design, Net-werkz has always subscribed
to the “KISS” theory, (“Keep It Simple Stupid”) that holds as a premise
that simple approaches for complex solutions are often the best course
of action. In other words Net-werkZ believed that tightly managing
the web site media, logos, and graphics would keep the web page size small
enough to allow for faster opening web sites. There are other large
web design companies utilizing methods that probably make really pretty
web sites. However, does a fancy website perform better than a simpler,
more functional web designs as created by Net-werkz? Simply…No!
Again the passage of time created a need for Net-werkz© Media Group
to become more versatile and better-rounded. A “full-service” company
was vitally needed; one that was well versed in the additional disciplines
of advertising, public relations, graphics, and logos. The
web or net as well as the existing business climate offer the challenge
that many small companies determine that advertising and media buying were
financially out of reach. Net-werkz© Media Group long a small
business itself understood clearly that advertising and public relations
were the keys to solid business growth. Net-werkz© Media
Group evolved with the marketplace and now has the ability to assist fellow
small businesses with media buying, and advertising, as well as the other
media services such as logos and graphics for web sites or the radio or
television ad. With its added departments for media and graphics
Net-werkz© Media Group is poised for success and these specialties
have added much to Net-werkz portfolio. Once a captive of external
graphic arts designers, Net-werkz can now produce most graphics and logos
in house and on its own. Net-werkz© Media Group with its
Web Design, Advertising, and Graphics divisions is poised to help its clients
for many years to come with its vast array of services. Truly then, Web
design, Web site design, Web site hosting, Web hosting, Web site redesign,
Site design, Domains, Web sites, Public Relations, advertising, Ads, Logos,
Media, Media buying, Graphics, Graphic Design, Net, Web, Ad, and Media
are the forte` of Net-werkz© Media Group!
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